The digitalization impact on new patterns in consumer behaviour of the banking industry and strategies implemented by banks based on insights

Abstract

In an age of rapid technological development, online banking services have advanced to an unprecedented level and contributed to the closing of many bank branches as well as a greater focus on mobile applications. The development of mobile services, online payments and Mobile Banking has been a major driver for widening access to finance, but there are always certain risks. The problem may be that some consumers are not adapting to a rapidly changing world and some of them might face unpleasant experiences. The objective of the study is to identify key characteristics of Kazakhstan banks which attract all generations and determine consumer interests both before and after they started using mobile banking. Convergent Mixed Method Design was used for analyses of data, where we collected the data and results separately. The study results will help banks to better understand their consumers and to know what strategies they should be investing in.